Pringle, Lewis G.; Wilson, R. Dale; Brody, Edward I. - In: Marketing Science 1 (1982) 1, pp. 1-29
Modeling efforts in the area of new product introductions have had a significant impact on marketing planning and strategy. One result of these efforts, BBDO's New Product Early Warning System (NEWS), has been used since the late 1960s to provide marketing managers with forecasts and diagnostic...